How is CRM used in 1:1 marketing and variable data communications?
CRM, or Customer Relationship Management, is the name given to whatever type of system holds the data on a company’s customers. All CRM systems are not created equally but they do enable an organization to capture data, customer histories, trends, and patterns so future client-customer communications can be made more relevant. Variable data printing technologies matched with meaningful data can create highly personalized and effective messages. This personalization has been proven to increase direct response rates from mail and e-mail and improve return on marketing investment (ROMI).
